传播的游戏理论视角下新浪微博俄罗斯世界杯传播效果分析

Communication Effect of Sina Weibo of Russian World Cup from the Perspective of Communication Game Theory

使用"传播的游戏理论",对新浪微博俄罗斯世界杯传播效果进行分析,并对新媒体用户的需求进行探讨。研究认为,世界杯传播是一场盈余时代的足球"游戏",满足用户对愉悦、趣味的需求和对游戏的需求是新媒体未来发展的一种趋势;新浪微博俄罗斯世界杯期间,体现主观、个性的"选择性会聚"让用户在"游戏"过程中促进了"自我"的发展;只为享受足球魅力的非功利性传播为用户提供了一个宽松的"游戏"环境;利用微博话题、短视频、直播等新媒体技术传播乐趣,用户从"游戏"中收获了愉悦。对于传播效果的研究立足受众的个性特征和主观心态,注重体现个体主观能动意识,对把握未来新媒体传播发展和趋势具有启示意义。

Using the "communication game theory", this paper analyzes the communication effect of Sina Weibo of Russia World Cup, and explores the needs of new media users. It is believed that the World Cup communication is a football "game" in the era of surplus, and it satisfying the user ' s demand for pleasure and fun and the demand for the game is a trend of the future development of new media;The subjective and individualized communication, which namely "selective convergence", enables users to promote the development of "self" in the "game" process;For the sake of enjoying non-utilitarian spread of football charm, it provides a relaxed "game" environment for users;At the same time, using microblogging topics, new media technologies such as short video and live broadcasts are fun to let users enjoy the joy of "games". The research on communication effect is based on the personality characteristics and subjective mentality of the audience and focuses on individual subjective initiative consciousness, and it has enlightenment for grasping the development and trend of new media communication in the future.